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As a general guide to choosing the right SEO people, check their own rankings by doing vague searches for their business. If they’ve got their own results right then you’re on the right track.

As you said, there are a lot of cowboys around and a lot of people flaunt similar “packages” that in the end don’t stack up for what you pay.

I can’t say I’ve ever used the company you asked about, but I’ve used a woman by the name of Kate Toon before – http://www.katetoon.com and she’s always come up with good results. Even if you don’t use her there are some good tips in her blog.

All the best